Kuala Lumpur-based designer Ewan Yap has created a project that explores how “less is more” for popular beverage brands. Titled The Big Brand Theory: Packaging Design, Yap designed a series of experimental packaging that demonstrates how iconic beverage brands can maintain their influence, while keeping their designs simple and minimalistic.

“The main focus is to have each brand’s identity meticulously and uniquely cropped out of the packaging as much as possible yet maintaining its integrity and comprehension, at the same time enhancing the aesthetic value,” wrote Yap.

Check out the images in the gallery above, and let us know what you think in the comments below.